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The Paralympians have been well and truly removed from their pedestal this year, what with Channel 4 knocking the “super” off “superhumans” and “wonderfully ordinary” from International Paralympics via adam&eveDDB.
This “Watch me move” campaign for Unilever’s Sure, by You & Mr Jones’ MoFilm and UStudio (part of Oliver Agency), takes it a step further by putting us all on the same universally sweaty level – because not many of us meet society’s ideal version of a “mover” anyway.
Chris Barron, vice president of Beauty & Personal Care UK&I at Unilever, said: “We know that people often feel hindered because of perceptions of what makes a ‘mover’, and we want to give those people who don’t believe they meet society’s expectations the confidence to move – whoever they are and however they move.”
Good to see a big global creative campaign by “brand tech” specialist You & Mr Jones, and this stands up well despite stiff competition from 4Creative and adam&eveDDB on the Paralympics stage.
MAA creative scale: 7
